Search term exclusions

Analytics identifies the terms used to find your site through search engines, and displays these keywords (including phrases) in your reports. For Google organic searches, Analytics will generally show a keyword of (not provided) because all Google searches are secured via SSL, and search queries are not exposed.

You can exclude specific search terms from being identified in your Analytics account. When users find your site using an excluded term, that traffic isn’t included as search traffic in your reports. Instead, it’s counted as direct traffic. You might, for example, want to exclude your own company name or your domain as search terms. Any traffic that finds your site by searching either of these terms then appears as direct traffic in your reports.

When you exclude search traffic that arrives at your site using specific keywords, other activities from that traffic, like triggering Events or completing Goals, are still recorded in your reports.